Falcon Invoice Discounting: Unlock Your Business Potential
Fill the Gap: What Marketers Really Need from Agencies
1. image:
Xurxo
Mar.nez
FILL
Inbound
2013
Aug.
20,
2013
what
marketers
really
need
from
agencies
Presented
by:
Paul
Roetzer,
CEO,
PR
20/20
(@PaulRoetzer)
6. of
organizaNons
have
aggressive
(>20%)
or
moderately
aggressive
(15-‐20%)
growth
goals.
59%
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
7. of
organizaNons
have
conservaNve
(<5%
of
revenue)
or
moderately
conservaNve
(5-‐10%
of
revenue)
marke>ng
budgets.51%
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
9. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business
Cores Mkt
Cores Audiences Mkt
Team Mkt
Tech Mkt
Performance Social Lead
Sources PR Content
61%
53%
47%
43%
39%
37%
31%
28%
24%
20%
68%
65%
55%
57% 58%
51%
58%
40%
35%
37%
Moderately
Aggressive
(15-‐20%
of
Reveune)
vs
Conservative
(<5%
of
Revenue)
marke>ng
budget:
spotlight
Average
(All
Members) Moderately
aggressive ConservaNve
+49% +87%
+85%
+33%
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
10. of
organizaNons
with
agency
budgets
of
$5,000
or
less
per
month
have
aggressive
(>20%)
or
moderately
aggressive
(15-‐20%)
growth
goals.40%
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
19. organizaNons
with
revenue
growth
of
20%
or
more
score
36%
higher
overall
than
organizaNons
with
revenue
down
more
than
10%.36%
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
20. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business
Cores Mkt
Cores Audiences Mkt
Team Mkt
Tech Mkt
Performance Social Lead
Sources PR Content
58%
47%
42%
35%
30%
28%
34%
21% 20% 20%
64%
57%
52%
50% 49%
46%
44%
34%
29% 28%
Up
20%
or
More
vs
Down
More
Than
10%
(last
12
months)
revenue
growth
comparison
Average
(All
Members) Up
more
than
20% Down
more
than
10%
+63%
+64%
+62%
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
21. HubSpot
customers’
average
overall
MarkeNng
Score
is
18%
higher
than
non-‐HubSpot
customers.
18%
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
25. do
NOT
have
marke>ng
automa>on/
lead
nurturing
sonware
35%
are
NOT
blogging
33%
do
NOT
have
CRM
sonware
18% Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
27. nearly
four
in
10
CMOs
say
they
do
not
have
the
right
people,
tools
and
resources
to
meet
their
markeNng
objecNves.
Source:
Accenture’s
Turbulence
for
the
CMO
39%
28. marke>ng
agencies
average
overall
MarkeNng
Score
is
27%
higher
than
non-‐agencies.
27%
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
29. higher
in
Content
Marke>ng
68%
higher
in
Marke>ng
Team
61%
higher
in
Social
Media
Marke>ng
60% Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
30. Revenue
growth
Profitability
Employee
retention
rates
Customer
retention
rates
Referrals
Social
media
engagement
Website
traffic
Social
media
reach
Customer
lifetime
value
(CLV)
Lead-‐to-‐sale
conversion
rates
Subscribers
(blog,
email,
etc)
Lead
volume
Inbound
links
Cost
of
customer
acquisition
(COCA)
Content
downloads
Lead
quality
scores
Inbound
job
candidates
Net
Promoter
Score
(NPS)
0 1 2 3 4 5 6 7 8 9 10
1.6
2.9
3.1
3.1
3.4
3.6
3.7
3.8
3.9
3.9
4.3
4.6
4.6
5.2
5.2
5.4
5.5
5.6
marke>ng
performance
How
would
you
rate
your
organiza3on’s
historical
performance
in
these
key
areas
used
to
measure
marke3ng
success?
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
Asset
Neutral
Escalator
31. Strategic
planning
Website
management
Graphic
design
Search
engine
optimization
(SEO)
Copywriting/publishing
Email
marketing
Social
media
Data
analysis
Lead
management/nurturing
Event
planning/production
Coding/programming
Paid
search
management
Public
relations
Video
production/editing
Mobile
strategy
0 1 2 3 4 5 6 7 8 9 10
2.8
3.6
3.7
3.7
3.8
4.2
4.7
4.9
5.2
5.2
5.2
5.3
5.4
6.1
6.2
marke>ng
team
strength
How
would
you
rate
your
internal
marke3ng
team’s
competencies
in
these
core
areas?
Asset
Neutral
Escalator
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
32. Referrals
Website
Organic
search
Traditional/offline
networking
Inbound
phone
calls
Social
media
Outbound
sales
Email
marketing
Events/shows
Blogging
Speaking
engagements
Affiliate/partner
programs
Premium
content
(ebooks,
podcasts,
webinars)
Direct
marketing
Media
coverage
Digital
ads
(banners,
search,
retargeting,
social)
Sponsorships
Traditional
advertising
(print,
radio,
TV)
0 1 2 3 4 5 6 7 8 9 10
1.1
2.0
2.2
2.3
2.4
2.5
2.6
2.8
3.0
3.2
3.3
3.3
3.7
3.8
4.2
4.3
4.8
5.3
lead
sources
How
would
you
rate
your
organiza3on’s
performance
over
the
last
12
months
at
producing
leads
and
sales
through
these
channels?
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
Asset
Neutral
Escalator
33. Content
management
system
(CMS)
Project
management
Search
engine
optimization
(SEO)
Customer
relationship
management
(CRM)
Social
media
monitoring/management
Email
marketing
Marketing
analytics
Marketing
automation/lead
nurturing
Internal
social
network
Call
tracking
0 1 2 3 4 5 6 7 8 9 10
2.2
2.9
3.7
4.5
4.7
4.8
4.8
5.3
5.3
5.4
marke>ng
technology
u>liza>on
How
would
you
rate
your
organiza3on’s
u3liza3on
of
these
marke3ng
and
sales
technology
solu3ons?
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
Asset
Neutral
Escalator
34. do
NOT
uNlize
call
tracking
53%
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
35. Call
tracking
Internal
social
network
Marketing
automation/lead
nurturing
Content
management
system
(CMS)
Marketing
analytics
Customer
relationship
management
(CRM)
Email
marketing
Social
media
monitoring/management
Project
management
Search
engine
optimization
(SEO)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10%
13%
15%
16%
18%
20%
21%
26%
41%
53%
marke>ng
technology
u>liza>on
Percentage
of
organiza3ons
that
do
not
have
or
u3lize
each
technology
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
37. Blogging
Landing
pages
Email
newsletters
Videos
Case
studies
Press
releases
eBooks
White
papers
Infographics
Webinars
Original
research/reports
Mobile
apps
Podcasts
0 1 2 3 4 5 6 7 8 9 10
0.8
1.2
1.6
1.8
1.8
2.0
2.4
2.7
2.8
2.9
3.5
4.1
4.4
content
marke>ng
How
would
you
rate
your
organiza3on’s
crea3on
and
distribu3on
of
content
in
the
following
digital
formats?
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
Asset
Neutral
Escalator
38. of
B2B
companies
do
NOT
use
webinars
51%
of
B2B
companies
do
NOT
publish
ebooks
43%
of
B2B
companies
do
NOT
blog
17% Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
43. Business
Cores
Marketing
Cores
Audiences
Marketing
Team
Strength
Marketing
Technology
Utilization
Marketing
Performance
Social
Media
Marketing
Lead
Sources
Public
Relations
Content
Marketing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
25%
29%
32%
39%
41%
44%
47%
50%
56%
63%
Avg.
Scores
by
Section
assessment
sec>ons
Source:
PR
20/20’s
Marke3ng
Score
Report
(fall
2013)
44. image:
Xurxo
Mar.nez
FILL
1)
develop
versaNle
talent
trained
in
high-‐demand
services.
2)
become
adept
at
marke>ng
technology
integraNon.
3)
execute
ac>ons
that
produce
results.
bit.ly/mscore-‐report-‐13